Cialis Lifecycle Management: Lillys BPH Dilemma Harvard Case Solution & Analysis

Eli Lilly as the further development and the promotion of a new indication of its highly successful erectile dysfunction (ED) drug Cialis without mixing brand Cialis work with doctors and patients? In the final stage of clinical trials of new indications, benign prostatic hyperplasia (BPH), which will soon be completed, the team had to make a decision soon. At first glance, the market opportunity for guidance BPH and its interaction with drugs ED, seemed enormous: ED and BPH were under age, and the data showed that half of the men with ED had BPH symptoms. In addition, an indication of BPH will be taken at the same frequency as the dose once daily version of Cialis. However, market research showed significant difficulties in implementing an indication of BPH called Cialis. For example, while ED and BPH frequently coexist, men perceive them very differently. Some doctors also reacted negatively to the indication of BPH. The threat of competition from cheap generic ED, given that Viagra will soon go patent highlighted the possibility of BPH. "Hide
by Elie Ofek, Natalie Kindred Source: Harvard Business School 27 pages. Publication Date: September 26, 2012. Prod. #: 513005-PDF-ENGCialis Lifecycle Management Lilly’s BPH Dilemma Case Solution

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